Digital Marketing Insights

Integrating Pinterest into Your Email Marketing

Pinterest is a frequent topic of conversation these days.  According to Hitwise, Pinterest is the third most popular social media site in terms of site visits, behind Facebook and Twitter.  Pinterest (as I am sure you are all aware) is ultimately a virtual pin board where consumers can grab images from their web surfing activity and pin them up on categorical boards that allow them to share and revisit the information as necessary. It is a channel that is visual in nature, currently draws a largely female audience, resonates topically with the home, fashion and food (amongst others) and is leveraged heavily for planning (think weddings, birthdays, vacation, etc.). So a good thing to remember is that it isn’t the best place to be for every brand…yet.

Pinterest Logo

According to a recent survey of over 4,800 US online consumers from the price comparison website PriceGrabber , 58% of respondents are not yet on Pinterest – and about 1/3 of those didn’t even know what it was.  But these numbers are anticipated to shift – making Pinterest a channel to watch – especially since the same survey found that 21% of those surveyed that did have Pinterest accounts had cited purchasing a product *specifically* after seeing the Pin.

The ability to integrate and leverage the email channel to build and grow a Pinterest presence is a relatively easy task to accomplish. Here are a couple quick tricks and “good-to-knows” about bringing these two channels together – beyond the act of adding a “follow us on Pinterest” icon in your standard social set:

1. Use Email to Announce Your Pinterest Presence
Your email subscribers are often your best customers. If your brand aligns with the demographic and psychographic make-up of the Pinterest user, there is no reason to not share your presence and the content available with your customers. One great example is how zulily has embraced its Pinterest presence by not only telling their subscribers what they can find on Pinterest, but also creating content specific to the channel via poster creation and even featuring an incentive to encourage Pinning from their site (See zulily email).

2. Include “Pin This” Icons on Individual Content Within Your Email
Including a Pinterest icon with a simple string of code is all you need to do to get your content from your email to your Board. You even have the ability to pass through a description to accompany the image – and descriptions in Pinterest are important. A few fun things to note here: if you include a dollar amount price in the description, Pinterest will automatically place a banner in the top, left hand side of the image feature the price; it will also place the Pin in the Gift Guides from the main drop down. Another fun note is that descriptions can also help impact SEO. Think the descriptions through as carefully as you choose your imagery.

3. Coordinate New Boards or Pins Around Email Deployment
If you are including references to Pinterest within your email communication, chances are your customers may visit your Pinterest Wall of various Boards following an email deployment. It is a good idea to have new content available when they get there. To that point, you should be putting up new content, arranging boards and managing the “above the fold” appearances of your Pinterest presence frequently to deter fatigue.

As you can imagine, this is an ever-evolving topic and new information is coming out by the minute it seems – we are just scratching the surface of what marketers can do with this channel, so look at this as a solid place to start and get to Pinning.

To hear more of my tips on marketing with Pinterest,  check out the on-demand version of StrongView’s recent webinar, “Put a Pin in It.”

Posted by: Kara Trivunovic at 10:20 AM
Categories: best practices, Pinterest, Social Media, Strategy


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